There’s a steakhouse on every corner in Las Vegas. Differentiating between them is the ultimate challenge. Fortunately, with Jack Binion’s, we had the pioneering casino mogul’s legacy to leverage-including his founding of the World Series of Poker. I dug into his history, discovered his family owned a ranch near Reno and, suddenly, Jack came to life. I also sourced these images and wrote the lines. This campaign melds Jack’s history into a brand story that transforms the mere ordering of a steak into a cowboy code of honor.